Kurt Sandtman & Ian Howard buy Tracta from Andy Walker

NAPIER, Today: After 30 years of trading, rural agency Tracta has announced the purchase of the business by managing director Kurt Sandtmann and advisory board member Ian Howard.

Sandtmann has been with Tracta since 2018 and in his MD role has overseen a successful turnaround of the business including key new client wins in Rivulis, Silver Fern Farms, Suzuki Motorcycles, NZ Cashmere and Coprice Australasia.

He also launched a fully integrated digital product department and will continue in his role as managing director.

Sandtmann said: “With strategic marketing communications playing a big part in agriculture’s success in the foreseeable future, we’re on a mission to champion the engagement between producers, consumers, agribusinesses, and industry.

“Over the past few years, we have been focused solely on building a portfolio of high-calibre clients and capability to ensure this can be achieved. 

Since joining Tracta, Sandtmann has worked alongside creative director Mark Lorrigan and digital creative director Andrew Barnett to increase the agency’s creative and strategic capabilities in agribusiness communications.

“Founder Andy Walker has earned the right to put his feet up a bit – but will rertain an involvement with Tracta.”

He has also brought onboard Brooke Rae (ex MediaCom) as media director and Nick Maltby (ex Y&R/Badger) as client service director.

Former Isobar ceo Ian Howard has been an advisor since 2020 and will now take up a role as strategic partner in the business.

He’ll now take a more hands-on approach to developing Tracta’s strategic capability and unlocking new areas of opportunity for clients. He’ll split his time between Tracta and his brand & ethics consultancy Bright Street Studio.

Ian Howard said: “My very first day meeting the Tracta team, I flew down to Napier to run a strategy training day. It was pretty intimidating – 25-odd people in a big room looking at me. But they were so welcoming and warm. I felt a part of the team from that day on and I’m really excited to be getting more involved.

“Kurt and I have formed a really solid partnership over the last 18 months. We trust each other, see the world similarly but with enough of a difference that we have constructive disagreements.

“There’s so much talent in the team here, it’s going to be exciting to see what we can achieve, and we’re aiming really high.”

“Tracta’s capabilities span creative, strategy and digital. However, they are focussed on applying these capabilities to a very specific agribusiness client base. It’s this tighter positioning that we believe is the secret to our future success.”

Sandtmann and Howard are full of admiration for what founder Andy Walker achieved.

Sandtmann: “Andy’s one of those great guys with the midas touch. What he’s achieved here over the last 30 years is just incredible. He’s given Tracta such a rich heritage and we’re absolutely committed to continuing and amplifying that legacy.”

Howard: “After 30 years of hard work, Andy has earned the right to put his feet up a bit. I’ve loved working with him.

“He’s going to remain involved at Tracta and we know he’ll be an enormous support for us on the journey.”

About Tracta
Tracta is a 21-strong specialist rural agency that brings customer insight, strategy and creativity together to help agribusiness brands grow.

• tracta.co.nz